Viz Magazine

how we delivered a sales uplift of 25%

Objectives

  • To make Viz famous again! Our key objective was to remind the British public of a great British cultural asset – Viz Comic
  • To generate features around the Boxtree book ’25 Years Of Viz’
  • To build upon the book launch with targeted features across the board in the run up to the anniversary edition of Viz
  • To secure sponsors and financial backing for the anniversary party
  • To manage the party and ensure a superb celebrity and media presence leading to positive editorial both prior to and immediately following the event
  • To promote the sponsors association with the event
  • To drive sales of Viz the 25th Anniversary issue.

 

Strategy

  • Key emphasis on the quality of the characters, the writing, artwork, humour and the people behind the magazine.
  • History of Viz sheet providing ‘at a glance facts’ for all journalists
  • Key characters promoted for interview
  • Viz editorial team exploited fully at radio, TV and print
  • Original artwork provided for competitions and editorial
  • Magazine content offered for exclusives
  • Amplification of the brand via a carefully timed stunt - ‘Viz dumps the Fat Slags in response to panned movie’
  • Select comedy brands and drinks partners approached to sponsor the party
  • Celebrity endorsement secured for Viz magazine via picture placement, party gossip and quotes
  • Party hype amplified via news generation

 

Result

  • Feature coverage included: The Sunday Times, The Observer, News Of The World, The Guardian, Metro, The Independent On Sunday, The Financial Times, The Times, The Mirror, The Star, Zoo, Maxim, Loaded, Ice, Arena and many more
  • TV Coverage included: Newsnight, ITN, C4 News, The Culture Show (BBC2), BBC3 News, Richard & Judy and Celebrity Extra (Living)
  • Radio coverage included: 5 Live, Virgin and over 40 regional radio interviews
  • Party sponsor secured in the form of the comedy channel UKTV G2
  • Red Stripe secured as a drinks sponsor
  • Celebrity attendees included Boris Johnson, Rebecca Loos, Abi Titmus, Harry Enfield, Keith Allen, Lord Brocket, Jodie Marsh, Jeremy Clarkson, Ross Noble, Clive Owen and many more.
  • Party coverage included: The Evening Standard, The Mirror, The Express, The Daily Record, ITN, Sky News and 5 Live.
  • Equivalent advertising spend = £1,000,000 +
  • Return on investment = £55 for every £1 spent
  • ‘Taylor Herring exceeded all our expectations for this project, the energy and creativity they bought to the table gained exceptional results. Viz has a higher profile now at any point in the last 10 years – a superb campaign’ Margherita Douglas, Press Manager, Dennis Publishing.
  • Sales uplift of 25% recorded as direct result of coverage achieved
Like what you see?
We can help you too. Just get in touch today.

  • January 30, 2012

    Elisabeth Murdoch to give MacTaggart Lecture 2012

    London, Monday 30th January, 2012: Elisabeth Murdoch, Chairman and CEO of Shine Group, will give thi...
    Read more

  • January 18, 2012

    Seven debut authors make top ten best reads list in 2012

    AN NHS audiologist who wrote between shifts, a police intelligence analyst and an investment manager...
    Read more

  • January 10, 2012

    Red Stripe – Make a speaker with Yuri Suzuki

    Follow Yuri’s instructions to make a speaker for your mobile audio device. For printed instructions ...
    Read more

  • January 03, 2012

    Weight Watchers and LA fitness unveil exclusive partnership

    LONDON, Tuesday 3rd January 2012: Weight Watchers and LA fitness have today announced a 12 month act...
    Read more